Starting next month, advertisements that promote negative body images will be banned from the London Tube, buses, and trains.

The city’s new mayor Sadiq Khan had promised to get rid of such advertisements that display “unhealthy or unrealistic” images.

Complaints rolled in after nutrition brand Protein World ran a series of ads last year featuring a toned model in a bikini asking “Are you beach body ready?”

“As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies. It is high time it came to an end,” said Khan.

He is requesting that Transport for London (TfL) create an advertising steering group to help evaluate ads according his new policy.